Godrej Security Solutions

MYTH-O-LOGIC

Godrej Security Solutions has been in the market from yesteryears and is still enhancing the art of security. We intended to give the audience an insight of how important security systems are by not taking the path of fear yet enlightening and awakening them from the age-old traditional myths they believe that keep their valuables safe and secure.

Campaign Background and Objective:

People, today, understand the importance of security needs but are ignorant about it. Though a lot of people have heard about Godrej Security Solutions but there are many who are unaware about the products and its utility. Hence, our objective was to -

Make category a talking point

Educate consumers about security solutions

Eventually, own the space of security

Campaign Strategy

After an extensive research, we realised there were a lot of misconceptions and myths floating around home securities.
Some of the common myths were – ‘What will people get in my house’, ‘I have a dog at home’, ‘If I keep my valuable in the kitchen, no one will find it’, and the list is endless.
With the brand proposition ‘Ab Musibat Se Darna Kaisa’ we started off by creating awareness around the category and the product. Instead of taking the regular fear route, we thought of adding a subtle dose of humour, thereby educating the user in a fun way.

Campaign Concept

That’s how we articulated the campaign message though the mnemonic ‘Myth-o-logic’ i.e. busting of household security myths by giving a logical explanation to it, and ultimately prompting them to invest in smart home security solutions from Godrej.
We kickstarted the campaign by identifying some of the most common myths and gave a slight twist to it. The campaign was rolled out on Facebook – through posts and contests, where we educated and engaged users around Myth-o-Logic, and urged people to come up with some more myths that they have heard of. Some of them were made into posts – where we give them credits for their contribution.
After receiving some great response on Facebook, we thought of bringing alive the Mythologic series through a series of comic strips. Each of these stories had 2 parts to it…ie. the Myth Part and the Logical Part.

The 1st part - What happens when people believe in a myth
The 2nd part – What happens when logic is added to the same myth. This is where we integrated the product.

Our first comic strip being - “My neighbors are trustworthy. Whenever I go out I am confident that they will keep a watch on my doorstep.”

Campaign Execution

We collaborated with renowned comic book artist, ‘Saumin Patel’ to create the interactive motion comic. The interesting part of this motion comic is that it rewinds the story on the very same page to show a completely different outcome, and how Godrej Security Solutions can be more effective for home.